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Retail Media Measurement: Absence of Evidence Is NOT Evidence of Absence

Retail media measurement is often portrayed as broken, yet the same sampling‑based, attention‑agnostic methods underpin TV, radio and outdoor metrics. Industry bodies such as IAB Europe and the MRC have already issued standardized frameworks that enable closed‑loop attribution and incrementality for retail media. The real gap lies in fragmented brand expectations and inconsistent retailer adoption of these standards, not in a lack of measurement tools. Aligning brand‑level success definitions with retailer data infrastructure is essential for reliable cross‑channel ROI.